{ Analyze Your Web Site for Feeling and Effectiveness.

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Presentation transcript:

{ Analyze Your Web Site for Feeling and Effectiveness

What makes a web site effective?

Bottom Line: A web site should make Money for the business

Buying Decisions are made with emotion

Research shows that we base buying decisions on emotional response. Buy now, justify later.

Emotional response comes first, and then we rationalize that decision. (post-hoc rationalization)

{ natural chicken genetically engineered healthy but less tastytasty, but less healthy

The earlier you establish an emotional connection the more difficult it becomes for consumers to choose another product based on performance.

Testing for Emotion

Ask: How do we want people to feel about our business? What emotions might they be looking to fulfill?

Gather a testing group.

Show them your web site. It is not important that they understand what you do.

(Any score 8 and above is good)

Researching Emotion

List target emotions for your site/business

Pick a couple of those emotions and ask “What industries try to convey those feelings?”

List specific businesses in those industries.

Analyze those business websites for FEELING in each of these areas:

Header

Navigation

Body

Whole page look

Other

Communicating Emotion to a Designer

YOU do the above research and give your results to the design team.

Don’t tell them what to do, just what you want. Let them do their Job!

Share that feeling is what’s most important to you.

Buying Decisions are backed up with Logic

Make what you do very obvious

USP – List UNIQUE SELLING POINTS in obvious clear language – NO corpro-speak

Client quotes above the fold

Brand associative logos

Usability vs. the Appearance of Usability

The appearance of usability is about feeling

Actual usability is about “can they find it?”

Usability in a Nutshell

Can users identify and easily understand categories and labels? Do they know what everything’s for?

Usability Tips

Obvious grouped categories of navigation

Navigation Labels you doing have to think about or explain

Banner Blindness

“Learn More” vs. get more info

No internal jargon

Buttons must look “click- able”

The look (feelings!) does matter. Sometimes a balance must be found

Appearance of Usability

Chunks! (5-7) Visually separate your chunks with

Proximity

Titles

Color / graphics

Size

Writing for the Web

Short sentences & paragraphs

Straight to the point

NO flowery language or business speak or jargon. Talk like a real person.

USP Heavy

Title your paragraphs